Is Sogrape’s Deserted Island Billboard a Marketing Masterstroke?

In the ever-competitive world of wine marketing, brands constantly strive for innovative ways to capture the consumer’s attention. Sogrape, a premium Portuguese wine brand, has recently unveiled its latest advertising campaign, “Meant to be Discovered,” which is as audacious as it is intriguing. The campaign involves the installation of a billboard on a deserted island, complete with a genuine bottle of Silk & Spice wine, a corkscrew, and a wine glass. But does this bold move pay off, or is it a marketing misstep? Let’s delve into the details.

The Concept

The campaign aims to honor the historical relationship between the United States and Portugal, drawing parallels to the adventurous Portuguese sailors who crossed the Atlantic in the 15th century. The billboard, placed in an undisclosed location, is essentially an “over-the-top invitation” for those brave enough to discover it, according to Miguel Durão, creative partner at Stream and Tough Guy, the agency behind the campaign.

The Execution

Beyond the billboard, the campaign incorporates digital, social, and point-of-sale initiatives. The campaign film, available on digital platforms like YouTube, Facebook, and Instagram, showcases the billboard awaiting discovery. Point-of-sale installations are also planned across various states in the U.S., targeting wine specialists and retailers.

Critical Analysis

The Good

1. Novelty Factor: The idea is undoubtedly unique and captures attention. It’s a clever nod to the brand’s Portuguese heritage and the spirit of discovery.
2. Multi-Channel Approach: The campaign doesn’t rely solely on the billboard but integrates digital and point-of-sale elements, making it more comprehensive.

The Bad

1. Limited Visibility: The billboard’s remote location is invisible to the general public. This could be seen as a waste of resources, especially compared to more traditional, high-traffic advertising spots.
2. Exclusivity Risk: The campaign might alienate potential customers who feel they aren’t “brave” or “adventurous” enough to engage with the brand.

The Ugly

1. Environmental Concerns: Installing a billboard on a deserted island raises questions about environmental impact, an increasingly important issue to consumers.

Comparisons with Other Campaigns

In contrast, consider the “Share a Coke” campaign by Coca-Cola, which personalized bottles with names and encouraged social sharing. It was accessible, inclusive, and had a broad reach, unlike Sogrape’s movement, which is more exclusive and less accessible.

Conclusion

Sogrape’s “Meant to be Discovered” campaign is a daring venture that stands out in the crowded wine market. However, its limited visibility and potential for exclusivity may not yield the desired results. While it scores high on creativity, the campaign’s effectiveness in terms of reach and inclusivity remains questionable.

So, is it a daring leap or a misguided adventure? The jury is still out, but one thing is certain: it’s a campaign meant to be discussed if not discovered.

Credits

Client: Sogrape
Agency: Stream and Tough Guy
Production: Trix